Beer lovers, mark your calendars! Lucky Charms beer will be available for a limited run on March 2 in Norfolk, Virginia. Smartmouth Brewing Co. breathlessly announced the news on social media, where it promised to meld breakfast cereal with alcohol for a magically delicious experience.

“Remember how you used to sort through bowls of your favorite breakfast cereal to separate the marshmallows from the cereal?” Smartmouth wrote on its website. “Whether you ate them first or saved them for last, we’ve got you covered with our latest beer…the result is magically ridiculous!”

Virginia Brewery Crafts Lucky Charms-Inspired Beer

The Lucky Charms-flavored beer, called Saturday Morning, is 6.6 percent alcohol by volume and brewed with toasted marshmallows and dehydrated-marshmallow-bits.

It will be distributed throughout the state of Virginia to limited restaurants, bars, and specialty bottle shops. The comical public relations stunt is being both celebrated and mocked on social media.

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General Mills Projects 2019 Revenue Growth

Lucky Charms is a popular cereal that has been manufactured by the General Mills food company since 1964. Last week, General Mills announced that it expects top-line growth for the fiscal year ending May 26, 2019.

In 2018, General Mills stock fell due to lower-than-expected operating results. In June 2018, the cereal manufacturer — which also owns the Häagen-Dazs ice cream and Betty Crocker food brands — announced that it would slash 625 jobs by the end of 2019.

General Mills said it needed to streamline operations in a move to reduce costs amid decreasing sales of its Yoplait yogurt amid rising freight expenses.

About The Author

Samantha Chang is a financial editor who writes about politics at BizPac Review and about business at CCN. She is a law school graduate and an alum of the University of Pennsylvania who enjoys finance, flowers, and fitness. You can follow her on Twitter at Samantha_Chang.